Localised content is crucial for maximising search visibility in specific locations. You’ll find this tip in almost every local SEO advice article but we rarely find customers who take this seriously prior to working with us – and the key issue raised is the time and budget required to produce localised content for multiple locations.
What if we told you localised content is generating around
400% ROI for some of our multi-location whatsapp number database customers through direct bookings? Yes, it takes time and money to produce localised content for each business location but the returns are more than worth it.
Here’s a quick summary of how we implemented a localised content strategy for one of our finance customers to hit the 400% ROI region:
- Create a localised landing page (or set of pages) for each business location.
- Insert landing page content from a boilerplate template.
- Insert location names, local keywords
- Add business location details: address, phone numbers, opening times, Google Maps embed, etc.
- Add unique content about the specific location to the page.
- Publish regular localised content for each location.
We have found that some companies challenge
The idea of producing localised pages also open the door to lead generation because of concerns around content duplication. However, senior Google figures repeatedly tell us duplicate content is OK providing it delivers value.
When it comes to location pages, general information about your business is going to be the same – and this is fine.
We’ve tested this across hundreds of business locations and similar content is not an issue in this situation. The bigger issue with location pages is optimising for local keywords so you can target searches like “best places to eat [location]” and “things to do in [location]”.
#3: Build catchment areas with sub-location pages
Each of your business locations attracts bgb directory customers within a certain radius and you can use local SEO to target, build and enhance these catchment areas for driving more business to each location.
For example, one of our customers is a growing self-storage company with locations across the south coast and, of course, they want to attract customers beyond the immediate vicinity of their business locations.
So, let’s say a company has a business location in Portsmouth that’s targeting customers within a 10-mile radius. This would cover several sub-locations, including Fareham, Havant, Cosham, Waterlooville and Emsworth.
Now, a Portsmouth-based business wouldn’t necessarily show for people typing “self-storage Fareham” or people in Fareham searching “self-storage near me” – especially after the November 2021 local search update, which made proximity even more important.
To improve search visibility in these areas, you need to create sub-location pages for each area you want to target in your catchment area. Optimise these pages to include keywords like “self-storage near Fareham”, emphasise key selling points (eg: only five minutes from Fareham) and provide relevant information, such as directions from the target location.